Luca di Montezemolo, the chief executive of Ferrari, is launching a private equity fund with other prominent Italian businessmen to invest in high-quality consumer goods companies.

The fund, named Charme, has secured the backing of Deutsche Bank, Italian banks Monte dei Paschi di Siena and Unicredito Italiano, as well as Diego della Valle, the chairman and chief executive of the Italian luxury leather goods manufacturer Tod's and president of Florence's Fiorentina soccer team, and Isabella Seragnoli, an Italian entrepreneur .